Satish Maradani

Marketing Lead

Sector: Sales & Marketing

Member Since, June 11, 2022

About Me

  • Academic Level Master’s Degree
  • Experience 14 Years
  • Gender Male
  • Industry Management
  • Date of Birth 25/07/1983


Marketing professional with 14 years of experience in Brand Marketing, CRM, Loyalty, customer marketing, Digital Marketing, Data driven Marketing & Channel Marketing in Cement Industry and Retail (Offline & Online- Ecommerce) Industry. A keen planner and strategist with proven track records of consistently increasing the sales / profitability of the company


  • International Certification in Product Management (2022 - Present) Institute of Product Leadership

    Undergoing International Certification in Product Management with IPL from Feb22 (ICPM2022C Cohort). Major courses undergone are Product Management Fundamentals, UI/UX and Design Thinking, Agile Product Management, Product & Digital Marketing and Digital Product management.

  • MBA - Marketing (2005 - 2007) Dept of Agricultural Rural Management, Tamilnadu Agricultural University

    Undergone Fulltime MBA program with specialization in Marketing and Agri business from 2005 to 2007. Passed with 8.5 grade & Joined Spencer Retail Ltd as Retail Management Trainee in 2007 through campus placement.

  • Bsc Agriculture (2001 - 2005) Pandit Jawahar Lal Nehru College of Agriculture & Research Institute

    Pursued Bsc Agriculture - 4 years professional course from 2001 to 2005 with 8.3 grade.

Work & Experience

  • Dalmia Cement Bharat Ltd (2006 - Present ) Marketing Lead

     Design, Launch & Manage channel loyalty programs for Dealers & Retailers (Dalmia Delight) & Influencers (Architects, Engineers, Contractors & Head Masons – Dalmia Masters Program) across South & West Zone to engage channel partners & build brand loyalty.  Launch Loyalty & CRM programs to increase the brand retention and repeat rates through a superlative brand experience and non-linear growth initiatives in collaboration with cross functional teams.  Manage day to day program operations and drive the growth & success of the program. Be the subject matter expert & own program member benefit calculations, approvals, disbursements and member communications.  Budget Management: Responsible for planning & effective utilization of dealer channel marketing budgets for South & West Markets.  Build great relationships and Work collaboratively with cross functional teams (Finance, Marketing, analytics, IT, Legal & Sales functions) to manage, analyze program performance, reporting and ensure smooth functioning of loyalty programs.  Data analytics & reporting: Drive strong data analytics driven Trade scheme & loyalty programs with focus on program profitability, KPI’s & ROI - (RFM analysis, K-means Clustering, Logistics & Linear regression modelling). Evaluate program KPI performance & provide actionable recommendations to internal teams based on timely meaningful accurate data analytics & reports.  Customer lifecycle Marketing: Map & optimize customer journey, define Customer segmentation & design persona based marketing strategies to drive program spends, Member engagement & ROI. (New member acquisition, adoption, Engagement, retention, referrals and increase customer lifetime value).  Manage the recruitment and on-boarding of channel partners via digital, Telephonic & offline channels. Ideate & execute innovative engaging CRM elements & build strong brand connect with channel partners.  Drive persona-based engagement and growth initiatives to build and scale up a highly engaged dealer community with focus on driving advocacy and growth. Identify and nurture high value customers to share relevant stories through acts of advocacy.  Campaign Management: Plan & execute campaigns segment & persona wise for Premium cement brand (DSP) to increase spend on brand & distribution penetration. Support key promotion launches by designing customer communication plan & process flows.  Agency Management: Manage creative, Loyalty, BTL, Martech & event agencies related to Loyalty & CRM programs to maintain the relevance and growth of program member KPI’s.  Integrated Digital Marketing Campaigns: Drive clutter free digital marketing campaigns & contests to grow diverse Dalmia users, advocates, prospects and partners. Engage, retain & build strong brand advocacy among channel partners.  Build efficient CRM tool & execute lead generation campaigns for new dealer acquisition, customer enquiries through omni channel marketing (Digital, Telephonic & offline channels).  Set up & own necessary CRM Infrastructure CRM Tool (Moengage-app), Call Centre (Inbound & Outbound), Whatsapp chatbot, SMS & IVR for customer information inflow, customer care & complaint resolution.  Be the custodian of customer experience, Provide best in-app user experience (Suvidha & Dalmia Delight) & customer engagement through digital initiatives & gamification programs.  Responsible for managing the UI/UX of digital apps & deliver best in class response & resolutions rates. Work with App teams to improve the platform experience at every customer touch point & deliver best in class platform experience.  Provide access & ensure that key stakeholder are able to self-resolve, certain frequently used services and queries which are repetitive in nature though portals, App & whatsapp chatbots.  Event Management: Coordinate & manage Tradeshows, Exhibitions, Annual dealer awards conferences, New Product Launch, Brand Transition, Sporting event & brand Sponsorships.  Devise & extend branding support for channels partner & consumer centric schemes to achieve incremental sales. Co create plans with Product Marketing teams for specific product initiatives (Brand display contests/ Product specific Trade & consumer schemes/ Product based meets/events).  Extend branding support for internal Trade schemes, Product promotions, Consumer facing initiatives, Events & Trade exhibition activations (BTL collaterals:- Danglers, Streamers, Posters, Banners, Wobblers, Product literature, Lenticular, Leaflets. Digital support: Program Landing Pages, Whatsapp & Direct mailer campaigns).  Plan & execute Last mile brand Visibility initiatives at dealer & retail counters through BTL collaterals & brand merchandise at POS.  Competition Mapping: Market visit for customer & channel partner interactions, understand new market developments in terms of branding, programs & Trade scheme. Conduct Market research studies, Price tracking & Monitor market trends

  • EMIBAZAAR- E-commerce startup, Chennai (2013 - 2016 ) Senior Manager- Catalogue, Loyalty & Digital

     Ecommerce: Orchestrate website & handle digital media planning, strategy, execution plan to maximize sales & profitability. Planning and control of budget spends by allocating budgets to different channels.  Optimize marketing performance by using A/B testing. Work on customer acquisition funnel in collaboration with other internal Sales & Marketing teams.  Plan & execute all digital marketing efforts including SEO, SEM, Inbound & email marketing to grow loyal customer base. Manage Display & Remarketing advertising campaigns and affiliate marketing to drive organic & inorganic site traffic and improve conversions of ecommerce store.  Performance Marketing: Devise and Implement best practices in online Customer acquisition, retention & growth. Execute Social media engagement campaigns to build customer advocacy, retentions & referrals & ensure increased loyal customer base & customer lifetime value (CLV)  Driving campaigns from planning to execution in order to improve traffic to website, enhance new customer acquisition & retention.  Execute email marketing automation campaigns to nurture the existing loyal customer base and generate traffic to website. Implement comprehensive programs to increase lead generation and user engagement.  Social media marketing: Orchestrate engaging social media campaigns & PR activities. Identify, follow and participate in all relevant social media platforms.  Manage, Motivate and constantly upgrade a team marketing professionals including Content Marketer, Content writers, Search Marketer & Graphic & Web designers.  Promote SAAS based loyalty Program on all digital channels (Focus): Design & execute Loyalty rewards programs & Digital CRM campaigns for banking clients. (Indus Ind Bank, HDFC, ICICI & SBI, Kotak-Credit card division).  Cross promotional campaigns: Devise & implement monthly promotional campaigns & offers for banks credit card, Go air and Bajaj Finserv customer base to drive incremental business volumes through direct mailer catalogues & email automation campaigns. Notable Credits:  Designed online microsite rewards catalogue for Indusind bank ( for Credit card, Debit card point and points plus pay based redemption programs.  Delivered 3.5 crores sale/Month through bank direct mailer catalogues & email campaigns (HDFC. ICICI, SBIGE, Indusind & Kotak bank).

  • Accentiv (Loyalty & Rewards agency)- Edenred Group, French MNC, Chennai (2010 - 2013 ) Senior Manager- Rewards & Loyalty

     Design & Manage loyalty programs, Rewards management & CRM campaigns for Indian and international clients.  Creating rewards catalogues, and executing end to end program for clients that includes premium clients in banking (HDFC, SBIGE, ICICI, CITI, and SCB& AXIS), BPO sector, Customer & Channel Partner Loyalty Programs & Employee Rewards & Recognition.  Continuously introduce new reward platforms & merchandise to create exciting rewards catalogues beneficial to both client, company and end customers.  Manage rewards catalogues for client’s loyalty programs & ensure budgeted sales & margins are met.  Handle purchase and distribution of rewards worth 180 crores yearly with rewards fulfillment to 1million end customers across India in specified timeline.  Maintain 15 days inventory month on Month basis. (Inventory Optimisation)  Achieve 95% TAT in Fulfilment of orders for all the clients and over all company.  Analytics & reporting: Provide timely meaningful reports to clients on daily basis & ensure accuracy of data for better control, enhanced program participation & program improvement  Ensure program operational efficiencies are maximized by regularly developing systems & tools for effective Business operations & automate manual processing tasks where possible.  Financial Planning, demand forecasting, OTB & Timely replenishment of rewards inventory.  Vendor Management, Payments reconciliation & ensure reduced lead times for rewards delivery. Notable Credits:  Nominated for Highest Level of Performance- Global Eagle award across our Group Company (500 employees) for Best Performance.  Achieved 100% Topline (180 Crores) and Increased rewards business Net Margin From 7.5% to 10% in 2011- 12 Financial Year.  Designed and revamped digital rewards catalogues of banking sector clients and increased the redemptions of HDFC bank rewards catalogue from 80 lakhs a month to 3 crore per month, ICICI- 40 Lakhs to 85 Lakhs per month, SBIGE 25 Lakhs to 55 Lakhs per month.  Achieved Fulfilment 95% TAT Fulfilment, Liquidated dead stock from 2.5 Crore to 40 Lakhs with inventory Turnover Ratio of 3.56 for 2011-12 Year.  Developed and Implemented Points Plus Cash loyalty Business vertical for Accentiv’s client Rewards Programs.

  • Coromanel International Ltd, Seunderabad (2009 - 2010 ) Area Retail Marketing Manager

     Responsible for P&L in supervising cluster of 20 super market stores & two warehouses.  Execute Brand ATL & BTL activation as per set guidelines.  Conducting catchment area market research, Plan and launch new stores.  Responsible for execution of marketing & promotional interventions to increase store walk-in & sales.  Plan and launch “Mitra club” card based loyalty program to enhance customer spends & brand stickiness.  Maximize sales by post purchase customer engagement through “Mitra club” loyalty program.  Analyse program reports to understand consumer buying behavior & improve effectiveness of program with focus on Profitability & ROI.  Manage audio visual displays for promotions & outdoor branding (hoardings) at key locations.  Ensure inshop branding, Visual Merchandising, POPS, store name boards are in place before store launch & Maintain brand hygiene at store level as per SOP.  Ensure timely execution of weekly offers & promotions with the help of posters, Banners and leaflets.  Timely stock replenishments to stores in sync with the merchandise buying cycle.  Accountable for ensuring smooth support functions and further integration with store operations team. Notable Credits:  Launched 20 “Mitra” brand of Retail lifestyle stores in tier II towns of Andhra Pradesh.  Increased the sales of Kurnool zone from 18 Lakhs to 4.0 Crore per month in period of six months.  Successfully implemented innovative marketing teaser campaigns for store launches creating hype in the market for new store launches competing with brands like MORE & Spencers.

  • Spencers Retail Ltd, Kolkata (2007 - 2009 ) Regional Category Manager

    The Growth Path: Sales & Supply chain: Perishables Category Manager (Fruits & Vegetables)-Merchandising, Chennai Aug’07 – Jan’08 Category Merchandiser- National Sales & Supply Chain Team Jan’08 - Jul’09 (Fruits & Vegetables Merchandising) (SAP- IS RETAIL- Merchandising), Functional Consultant, Kolkata Aug’08 – Apr’09 Notable Credits:  Accountable for increasing National Fruits & Vegetables margins from 11% to 15% every month.  Instrumental in increasing sale of fruits & vegetables category by 10% & net margin from 6% to 12% in Chennai region (Rs. 83 Lakhs / month & Rs 75 / sq.ft).  Secured 6th best management trainee position among a group of 88 management trainees all over India.


Brand Marketing
Digital Marketing
Data driven marketing

Skill Portfolio

Honors & awards

  • 2021 Best B2B Trade Campaign- Bronze Category Award

    Won Best B2B Trade Marketing Campaign - Bronze Category Award at Dragons of Asia,2021 for Dalmia Delight Program.

  • 2011 Global Eagle Award- Nominee

     Nominated for Highest Level of Performance- Global Eagle award across our Group Company (500 employees) for Best Performance.